Netflix has recently made headlines for using generative AI to enhance the special effects of its hit show, El Eternauta (The Eternaut). This marks a significant moment in the entertainment industry as the streaming giant embraces AI not only as a tool to streamline production but also as a means to push creative boundaries in visual storytelling.
Co-CEO Ted Sarandos has expressed confidence in AI’s potential to not just cut costs but genuinely improve the creative process. “We remain convinced that AI represents an incredible opportunity to help creators make films and series better, not just cheaper,” he said during a recent earnings call.
The Magic of AI-Powered Visual Effects
The groundbreaking sequence that showcased AI’s power in The Eternaut involved a dramatic building collapse in the heart of Buenos Aires. Traditional visual effects (VFX) would have taken days, if not weeks, to complete, but AI-powered tools allowed the team to finish the shot ten times faster, according to Sarandos.
While this innovation was remarkable in terms of speed, it also opened the door to new possibilities for smaller productions. Traditionally, only big-budget blockbusters had access to advanced visual effects such as de-aging, but AI is changing the game for everyone.
Why AI Could Be a Game-Changer for Small Productions
The entertainment industry has long been plagued by tight budgets and even tighter schedules. With approximately 2,000 VFX shots in a single season of The Eternaut, producers are under immense pressure to deliver high-quality results quickly. AI’s ability to speed up the production process while maintaining, or even enhancing, visual quality makes it an attractive tool for creators.
While Netflix has taken a cautious approach, the benefits of AI in The Eternaut are undeniable. With the ability to pre-visualize scenes, plan shots, and reduce time spent on VFX, AI is proving itself as a valuable asset for small and mid-budget productions. The ability to create stunning visuals faster—and without the need for expensive resources—levels the playing field for smaller creators.
AI in Film: The Good, the Bad, and the Controversial
While Netflix is excited about AI’s potential, the use of AI in film production has raised some ethical concerns. The Screen Actors Guild (SAG-AFTRA) and other labor unions have pushed for AI protections, fearing that it could threaten jobs in the industry. There are also artistic concerns—AI-generated content can sometimes look “off” or lack the human touch that traditional methods provide, as seen in several controversial AI-driven films.
Netflix is aware of these concerns. Co-CEO Greg Peters has previously mentioned that AI could be a “critical” storytelling tool, but there are clearly growing pains. In addition to using AI for VFX in The Eternaut, Netflix has faced backlash for using AI to reconstruct voices and manipulate images in its true crime documentaries.
AI Is Already Making Waves with Other Streamers
Netflix isn’t the only streaming giant diving into the world of AI. Amazon has been experimenting with AI-generated recaps for TV shows, offering viewers quick summaries based on similar character arcs and plot points. In March, Amazon also launched AI-aided dubbing for select TV shows, helping to streamline localization efforts.
While Netflix may be behind Amazon in fully embracing AI-driven content creation, it’s clear that the company is now playing catch-up, with plans to incorporate Runway’s video-generating AI for content production. This technology promises to further revolutionize how shows and movies are made, especially for smaller-scale productions with limited budgets.
The Future of AI in TV Production
Looking ahead, Netflix’s use of AI in The Eternaut is just the beginning. AI tools could soon become a staple in every stage of production, from writing and pre-production to post-production and marketing. With its potential to streamline workflows, cut costs, and enhance creativity, AI has the ability to radically reshape the entertainment landscape.
However, the road ahead will require balancing the benefits of AI with ethical considerations, particularly around job displacement and the artistic integrity of creative work. As AI continues to evolve, it will be fascinating to see how the industry adapts and whether AI can become a trusted collaborator in the filmmaking process—or a potential disruptor.
What’s Your Take on AI in Film?
AI is making waves across industries, but its role in film is still controversial. Do you think the benefits of AI—such as faster production times and cost savings—outweigh the risks of undermining human creativity? Let us know your thoughts in the comments or share this article with fellow tech enthusiasts!
